Dropps Finds 500 Engaged Brand Ambassadors in the First Month

Context

Dropps produces eco-friendly laundry and dishwasher detergent pods that have it all. Their pods are effective, eco-responsible, and convenient products. Dropps has a vision for what home care can — and should be.

The brand has built a passionate customer community, who love to share their favorite Dropps products on social media. Part of their social strategy included working closely with this community to increase brand recognition, but they hadn’t had any brand ambassador program to drive user engagement.

Challenges

While Dropps has a very loyal customer base, they needed a way to further engage their biggest fans and create incentives for them to continue to post about their love for the eco-friendly products. Dropps wanted to shift their strategy from paying influencers for posts to see how they could organically continue to grow their brand recognition.

Goals

The brand wanted to grow overall UGC, promote product launches in a unique way, and have a place to run frequent contests and challenges.

Solution

Dropps partnered with LoudCrowd to create an all-customer Brand Ambassador Program to drive more Instagram and TikTok content. On launch day, Dropps announced the new program by posting on their Instagram story and in-feed, prompting their customers to sign up. Additionally, they sent an invitation email out to their customer database. Within the first 2 months, they had 500+ members in their program.

Results

Within the first 60 days since launching their Brand Ambassador Program, Dropps increased their ambassador members’ UGC 12x compared to their user-generated content for the 2 months prior to launching. Their ambassadors’ UGC content also has a 21.6% average engagement rate, further showing how engaged the ambassadors’ followers are with their content.

One of the program’s post rules states that posts must include #DroppsAmbassador in order to receive rewards, which quickly rose to their top trending hashtag within the first 60 days of the program being live.

Additionally, within the first 2 months of their program going live, they accumulated an earned media value of $3.9K and earned 7.3x ROI on the program rewards.